Marketing Plan

I. Executive Summary

Canape was founded by Mr. Chirag Naik in 2007 with its first single store set up in Margao city in the year 2007 and then went on to open more store after the success of its first store. Recently in 2013 one more store was opened in Miramar. Their first store in 2007 was one of the first to start the concept of self service which is also known as food court or food boutique. Initially they provided cakes, pastries, puffs, pizzas but later on slowly went on to increasing their product line to the current bakery and pastry products. They manufacture all their products in house and only purchase sponge for cakes from Millennium bakeries, Verna. They take order of customized cakes for various occasions such as Birthday cakes, anniversary cake, wedding Cake, christening cake etc.

Now Canape is deciding to step up on its marketing strategies. Now that they are famous for their quality and fresh products they now trying to expand their market to other places, also increasing the product line to many more products and increasing the target market.

II. Situation Analysis:

Customer:

Canape has already two stores operating in Margao, one in Miramar. Canape is now trying to open more chain stores as well as franchisee in major cities like Porvorim , Mapusa , Vasco, Ponda ,Dona-Paula etc. and also in coastal belts of Goa. Canape is also exploring possibilities of selling to integrated outlets in Hospital, Companies etc. This will help Canape to reach out to more customers across Goa.

Competitor:

Some of the competitors of Canape are established brands like Monginis, Carasid ,Cafe Coffee Day, Bread & More, Nescafe and several other local Brands in the vicinity. Canape major competitive advantage over the competitor is providing good quality items and freshly prepared items in the store.

Company:

Company is sole proprietor owned by Chirag Naik who started his first Canape store in Margao. He had a previous experience in this industry as he is working with Monginis as their marketing person this experience of his in this food industry lead him to have a better understanding of the market.

III. SWOT Analysis

Strength:

* Canape uses HACCP guidelines to store food products for safety purposes.

* Good location and ambience of the store

* Canape's speciality in items such as "crispy chicken", "puff "has made it more popular.

* Using of fresh cream for cakes and high quality raw material which results in high quality products.

* Good quality of food and hygienic food.

* Customer can order for Customised cakes on special occasions like birthdays.

Weakness:

* Canape Provide less variety of products than its competitors

* Middle age people

* Self service

* Limited advanced machinery

Opportunities:

* Canapé include different varieties of food and increase range of items.

* Expanding food court

* Online ordering system

* Home delivery

* Introducing festive offers

* Diet products

Threats:

* Increase in competition

* Providing less variety of products

IV. Market Opportunity and Issues

Canape has been really famous for its snacks in Margao and even more famous for its cakes as people would travel from faraway places like Panaji just to buy cakes made by Canape. By opening a store in Miramar Canape has now extended its market reach to even more people of this city. Even though Canape is associated with quality products and services and they have a huge list of loyal customers there are still many people who haven't heard about this brand. Canape is currently going on a slow track to build its brand image when it comes to marketing, they believe in word of mouth and providing quality service to get the word out, though this is a very good strategy and works very well without any risks they need to now get in some aggressive marketing as this market is already filled with many competitors who already apply heavy marketing practices in their strategies. Canape now has to focus more on their marketing and expansion as they have already solved the customer part of it.

V. Objectives

1. To